The Role of Influencer Marketing In Building Brand Trust for Indian Fashion Brands Using Instagram

The Fashion industry is a growing and vibrant industry across India. The use and popularity
of influencer marketing hauls a significant influence in the fashion industry. Fashion
Influencers have become an important source of fashion information, providing viewers with
both informational and emotional support. Instagram has become a crucial platform for brands
to connect with a vast and fashion-forward audience. To establish brand trust in the Indian
fashion industry, this topic investigates how effective influencer marketing is. Instagram
Influencers have also influenced the perception of appearance among Generation Z, with
fashion influencers and content creators shaping their ideals of beauty and influencing their
appearance management. Many brands sponsor influencers and use YouTube, Instagram,
Facebook, and many other platforms to grow their brand. With the rise of digital media
consumption, consumers are turning to influencers for authentic and relatable content. This has
resulted in the emergence of a new wave of trust-building for Indian fashion brands. As
influencers share their personal experiences with the products or services, they create a sense
of credibility and reliability among their followers. This research is motivated by the need to
understand and unravel the factors which contribute to companies and customers using
Instagram Influencers